MANAGING ADVERTISING ASSOCIATED WITH DYNAMICALLY-EXPANDING CONTENT

• US 20140164138A1
• Filed: 12/07/2012
• Published: 06/12/2014
• Est. Priority Date: 12/07/2012
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: LinkedIn Corporation (Microsoft Corporation)
• Inventors: Jayaram, Vinodh, Mauney, Bradley Scott, Sachdeva, Gyanda, Nhu, Tan, Chen, Andy
• Granted Patent: US 10,373,207 B2
• Time in Patent Office: Days
• US Class Current: 705/14.66
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement

Abstract

A method of managing advertising associated with dynamically expanding content is disclosed. A request for a dynamic expansion of content is detected. The dynamic expansion includes adding additional content to content presented in a user interface. It is determined that a set of advertisements associated with the user interface is to be updated based on an updating criterion. The updating includes replacing an advertisement of the set of advertisements with an additional advertisement. The updating of the set of advertisements is performed.

Claims

1. A method of updating a set of advertisements associated with a user interface, the method comprising:

detecting a dynamic expansion of a plurality of content items presented in the user interface, the dynamic expansion including an adding of a content item to the plurality of content items presented in the user interface;

determining to update the set of advertisements associated with the user interface based on an updating criterion, the updating including replacing an advertisement of the set of advertisements with an additional advertisement, wherein the determining is implemented by at least one processor; and

performing the updating of the set of advertisements.

2. The method of claim 1, wherein the updating criterion is that a number of previous dynamic expansions of the web page occurred before the dynamic expansion of the plurality of content items without an additional updating of the set of advertisements.

3. The method of claim 1, wherein the updating criterion is that a length of time between the dynamic expansion and a previous dynamic expansion has exceeded a threshold length of time.

4. The method of claim 1, wherein the updating criterion is that a relevancy between the content item and the additional advertisement is higher than a relevancy between the content item and the advertisement.

5. The method of claim 4, wherein the relevancy is based on a combination of associations between a subject of the advertisement, a subject of the content item, and information about the user.

6. The method of claim 5, wherein the information about the user includes a combination of information specified in a profile of the user, information collected from observations of behaviors of the user, and information pertaining to a social connectedness of the user.

7. The method of claim 1, wherein the updating criterion is based on at least one of a speed at which the user navigates through the content items in a view port of the user interface, a distance over which the user navigates through the content items in the view port of the user interface, and a time period over which the user navigates the contents items in the view port of the user interface.

9. The system of claim 6, wherein the updating criterion is that a number of previous dynamic expansions of the plurality of content items occurred before the dynamic expansion of the plurality of content items without an additional updating of the set of advertisements.

10. The system of claim 6, wherein the updating criterion is that a length of time between the dynamic expansion and a previous dynamic expansion has exceeded a threshold length of time.

11. The system of claim 6, wherein the updating criterion is that a relevancy between the content item and the additional advertisement is higher than a relevancy between the content item and the advertisement.

12. The system of claim 9, wherein the relevancy is based on a combination of associations between a subject of the advertisement, a subject of the content item, and information about the user.

13. The method of claim 5, wherein the information about the user includes a combination of information specified in a profile of the user, information collected from observations of behaviors of the user, and information pertaining to a social connectedness of the user.

14. The method of claim 1, wherein the updating criterion is based on at least one of a speed at which the user navigates through the content items in a view port of the user interface, a distance over which the user navigates through the content items in the view port of the user interface, and a time period over which the user navigates the contents items in the view port of the user interface.

16. The non-transitory machine readable medium of claim 11, wherein the updating criterion is that a number of previous dynamic expansions of the plurality of content items occurred before the dynamic expansion of the plurality of content items without an additional updating of the set of advertisements.

17. The non-transitory machine readable medium of claim 11, wherein the updating criterion is that a length of time between the dynamic expansion and a previous dynamic expansion has exceeded a threshold length of time.

18. The non-transitory machine readable medium of claim 11, wherein the updating criterion is that a relevancy between the content item and the additional advertisement is higher than a relevancy between the content item and the advertisement.

19. The non-transitory machine readable medium of claim 18, wherein the relevancy is based on an association between a subject of the advertisement, a subject of the content item, and information about the user.

8. A system comprising:

a processor-implemented module configured to;

detect a dynamic expansion of a plurality of content items presented in a user interface, the dynamic expansion including an adding of a content item to the plurality of content items presented in the user interface;

determine to update a set of advertisements associated with the user interface based on an updating criterion, the updating including replacing an advertisement of the set of advertisements with an additional advertisement; and

perform the updating of the set of advertisements.

15. A non-transitory machine readable medium embodying a set of instructions that, when executed by a processor, cause the processor to perform operations, the operations comprising:

detecting a dynamic expansion of a plurality of content items presented in a user interface, the dynamic expansion including an adding of a content item to the plurality of content items presented in the user interface;

determining to update the set of advertisements associated with the user interface based on an updating criterion, the updating including replacing an advertisement of the set of advertisements with an additional advertisement; and

performing the updating of the set of advertisements.

20. The non-transitory machine readable medium of claim 15, wherein the information about the user includes a combination of information specified in a profile of the user, information collected from observations of behaviors of the user, and information pertaining to a social connectedness of the user.